When managing your SEO strategy, there are a number of different factors to consider. From writing enticing content to creating a great-looking website, there are numerous aspects to cover in your overall SEO strategy. However, there are also many things you need to avoid doing.
SEO optimisation is always evolving, which can make it difficult to keep on top of. New updates, search engine developments and changes to users’ perspectives can force inexperienced small business owners to struggle to keep their website ranking in the right places. Here are five of the fundamental mistakes to avoid when working on your SEO practice.
It may seem like an easy hack to duplicate content and save yourself time when creating your website, but you can be penalised for this, meaning your web ranking would become affected.
Unoriginal content isn’t viewed as insightful, interesting or reader-focused, which is why you could be doing your website harm by copy and pasting. Instead, aim to create content that you’re proud to publish on your site and that is relevant to your business and industry.
If you don’t feel confident in your own abilities to create content, you can instead invest in the expertise of a professional content creator. They will be used to creating specialist content for websites on a regular basis, meaning they’ll be well-versed in what search engines look for and what you’ll need to avoid.
Missing quality links
Good links are vital to helping your website climb up the search ranks and get the top spot for keywords relevant to your business. Quality links can take time and effort to find, but once you get them they’re invaluable in giving your business credit in the eyes of search engines.
The quality of links you gain on external websites is more important than the quantity, so if you’re working with a digital marketing agency who are getting you plenty of links, but from questionable sources, now is the time to start asking questions.
Take your time searching for links of good quality and on relevant and authoritative websites. This will prove your seriousness and long-term dedication to building a quality website with an aim to inform and aid customers.
Failing to be mobile-friendly
More than ever users are searching, buying and looking at websites from their mobile rather than from their desktop or laptop.
As a result, it’s now more important to ensure your website is as mobile-friendly as possible. That means making sure it loads quickly and has a good design on both mobile and desktop versions. Tools such as Pingdom and GT Metrix are designed to help you analyse any speed problems you may be having on mobile, so use them to your advantage and avoid penalisation due to slow loading times.
Gaining the perfect balance with your keywords is important for the overall performance of your website. If you fail to use enough keywords, it suggests your content isn’t relevant (see above) and that you may be missing the opportunity to correctly inform potential customers.
On the other hand, overusing keywords can be hugely detrimental to your website. This can suggest foul play to search engines, especially if you’re using the same keyword-stuffing technique on every page.
Strike a balance between the two with relevant content and a clean and fast-loading website to give you the full advantage when it comes to hitting the right – and right amount – of keywords.
It can be easy to underestimate the importance of checking up on the progress of work you’ve done, but it is vital in order to continue progressing and keeping your website at the very best it can be.
The only way you can know if your SEO practices are effective is if you check up on them and monitor their progress. Two of the primary tools for checking your analytics are Google Analytics and Google Webmaster Tools. With the use of both of these, you can get a better overall look at your website and content performance and be able to hone your SEO practice to an ideal point.
Are you committing any of these SEO cardinal sins? Share your experiences, thoughts and comments with us in the section below.